When a roof has to be replaced, McElroy Metal is poised to help building owners make the best decision with the company’s new E-book. This valuable reference identifies the many long-term and cost-effective benefits of installing a metal roof. The title of the E-book is Need a New Roof? How Building Owners Reduce Cost with a Metal Roof. McElroy Metal, a family-owned manufacturer of metal roofing and wall panels for a variety of markets, has developed two symmetrical standing seam metal roofing systems that are installed more quickly and provide a long-term, high-performance solution.

The E-book was developed to help building owners understand re-roofing options and present the features and benefits of Metal-Over-Metal and Metal-Over-Shingle Recover Systems. These two symmetrical standing seam metal roofing systems represent the optimal solutions with regard to both long-term performance and cost.

Boral Roofing LLC introduced an all-new website featuring all four core product lines — clay, concrete, steel and composite solutions — as well as roofing components. Designed for ease of use, the site showcases a number of key features designed to engage and inform key audiences within both the residential and commercial real estate sectors who are involved in both new and retrofit design and construction projects.

“This website is the culmination of an effort to consolidate all key Boral Roofing systems under one intuitive, easy-to-use online platform designed specifically for our valued customers across the USA and Canada,” said Ann Iten, director of marketing for Boral Roofing. “Now contractors, builders, architects, remodelers and homeowners alike are able to explore all Boral Roofing options, colors, and profiles in one place with greater ease.”

The new Boral Roofing website contains the company’s complete clay, concrete, steel and composite product lines, as well as roofing system components, within one online tool. With a simple navigation as its cornerstone, the site includes a number of notable features encompassing: a comprehensive Product Selector that allows visitors to explore all material options, as well as an unparalleled range of available colors and profiles; an Inspiration Page featuring a robust selection of photography showcasing real-world applications of all product types across varied architectural styles and structures; Resources which include product literature, technical information and architect-specific resources; a dynamic Blog featuring roofing thought leadership and current news items; and a Where to Buy search tool connecting site users directly with the contact information for professional retailers in their regions.

“The site provides visitors with all key information, product visuals, company news and technical data, while remaining simple in structure, so that everyone can easily and quickly find what they need and, ultimately, enjoys the visit,” added Iten. “This new customer website experience is designed to match the quality and curb appeal of our roofing systems.”

HydraShell MAX and HydraShell Supreme SA are McElroy Metal’s new underlayments. HydraShell MAX is the standard synthetic underlayment and HydraShell Supreme SA is a peel-and-stick underlayment. HydraShell MAX has a four-layer construction and can be used under all types of finished roofing materials, including steel roofing and is suitable for roof pitches as low as ½:12. HydraShell MAX requires significantly fewer fasteners than competitive products and provides a durable deck cover. HydraShell Supreme SA is the best choice in high-temperature, self-adhering applications. The SBS modified asphalt provides excellent pliability and the cool gray surface reduces heat build-up.

The Metal Roofing Alliance (MRA) has unveiled a new digital marketing toolkit for its contractor and installer members to help them promote and grow their residential metal roofing business.

With the popularity of metal roofs increasing among U.S. and Canadian homeowners, the MRA is putting more resources in the hands of contractors and installers to support the growing demand. The new toolkit, available to members at https://www.metalroofing.com/professionals/contractors/ includes table tents, yard signs, literature, infographics, videos and ads. Many of the toolkit assets are customizable and are available in digital formats or as downloads.

“Contractors and installers are top priority when it comes to market adoption and helping homeowners understand the exceptional durability, value and sustainability benefits of metal roofs,” said Renee Ramey, executive director of the Metal Roofing Alliance. “Making sure our trade members have the right tools to communicate and market their metal roofing business is essential to us.”

The Metal Roofing Alliance also offers training, business development resources and a sophisticated lead-gen platform to help support manufacturers, installers and contractors throughout the U.S. and Canada. Earlier this year, the Alliance unveiled its new website designed to not only educate and inspire homeowners, but to highlight the work of its members and help homeowners connect with qualified metal roofing suppliers and contractors in their area.

For those involved with or who support the metal roofing industry in the U.S. or Canada, MRA offers a variety of partnership and membership opportunities. For more information, visit https://www.metalroofing.com/become-member/

As a resource to the trades, the Metal Roofing Alliance (MRA) now offers an online introductory course for solar rooftop installation that helps define key solar terms, outlines installation considerations, describes compatible roofing material types including various options, and offers design planning basics and other resources.

According to the MRA, understanding residential solar system installation is more important than ever because the solar market is hot, thanks to growing nationwide interest stemming from California’s recent solar mandate for all new homes beginning in 2020.

What does solar have to do with roofs? Everything, according to the MRA, because a return on a residential roof-mounted solar investment is only as good as the quality and longevity of the roof where it is installed.

The metal roofing industry is growing rapidly, and so is the Metal Roofing Alliance (MRA) — MRA announced that it recently added two new members, including:

PermaLock Aluminum Shingles Company, MRA Manufacturer Member

Headquartered in Utah, PermaLock has offered exceptional aluminum roofing products since 1948 for residential and commercial customers. Designed to last a lifetime, PermaLock aluminum shingles are lightweight yet extremely strong, making them a highly-durable and sustainable choice. For more information about PermaLock Aluminum Shingles, visit www.permalockroofing.com.

Foundation Finance Company, MRA Ancillary Member

Foundational Finance Company offers dealers and home improvement contractors a solid finance program foundation on which to build their sales. Headquartered in Schofield, Wisconsin, Foundation Finance Company can be found online at foundationfinance.com.

“Our members help strengthen the metal roofing industry by offering great resources, expertise and knowledge to homeowners,” said Renee Ramey, executive director of MRA. “It’s exciting to see market adoption for metal roofing continuing to grow in the United States and Canada thanks to their support.”

Since 1998, MRA has served as a leading voice in driving market adoption of metal roofing and raising awareness for its exceptional durability, environmental benefits and all-season protection in any climate. MRA members benefit from increased marketing support, online lead generation and increased awareness through consumer and contractor information and educational initiatives.

Theodore Roosevelt once said, “The best thing you can do is the right thing; the next best thing you can do is the wrong thing; the worst thing you can do is nothing.”

Throughout our lives, we must decide what to do and how to deal with the inevitable fear that surrounds doing anything for the first time. Remember that bicycle in the garage that looked so inviting—until you thought of how it would be impossible for you to balance yourself on those two tiny wheels and pedal it forward without falling and hurting yourself. Your mind focused on falling and not the excitement of being able to conquer riding that bicycle. Yet, as Theodore Roosevelt said many years ago, “the worst thing you can do is nothing.”

We are faced with new things throughout our lives, and when we do we usually must weigh the possibilities of doing the right thing, the wrong thing, or nothing. However, if we expect to have a productive and peaceful life, we must force ourselves to always do “something.”

Finally, we must also ask ourselves why we even consider new things we contemplate doing. When we take on a new task and we know why we are doing it, we are comfortable with taking whatever risk is anticipated. When we know that the only wrong thing to do is nothing, we have the possibility to achieve even greater things. Even if it turns out to be the wrong thing, we will learn valuable lessons about ourselves and the task we were trying to accomplish.

Now, let’s look at the metal roofing industry and ask ourselves whether we are “doing nothing” either because we are afraid of “falling off the bicycle” or because we haven’t determined why we want to enter this market. Both reasons limit your personal and business potential to what you are doing now. Now, let’s explore some of the reasons you might not be comfortable entering the metal roof market, thereby limiting your growth potential.

The Metal Market

Metal roofing has been around since 1932, when the first standing seam roof panel was introduced by Armco steel at the World’s Fair in Chicago. However, it is still a rather small percentage of the total roofing market. Why? In part, it’s because some contractors fear entering this market. Let’s look at some of the reasons that the unknown aspects of metal roofing, or the incorrect perception of a metal roofing system, can cause contractors to avoid this market:

Photo: Metal Roof Consultants Inc.

Specialized workforce. There is the perception that this market requires a field force that is very difficult to gather. The reality is that the metal roofing systems in today’s market include parts and components that are easily put together. Manufacturers provide training in how to install their specific pre-manufactured components that make up a metal roof system. In general, there are panels, clips, and termination components (ridge, rake, gutter/eave, curbs, etc.). These components have been developed over decades of trial and error and, when installed correctly, will create a leak-proof roof system which will last as long as any of the other building components. In addition to the metal roof manufacturers, the Metal Buildings and Erectors Association (MBCEA) is a group that provides independent training on the proper erection of metal buildings, including all components of a metal roof system.

Engineering. The engineering associated with a metal roof system is the responsibility of the manufacturer per the International Building Code (IBC). Local engineering for a particular metal roof can be provided by a professional engineer licensed in the locale of the particular job site. Both sources are readily available to the contractor that wishes to enter the metal roof contracting business. The contractor should not have any concerns about this aspect of a metal roof if he does his due diligence and partners with a manufacturer that will provide the tested engineering characteristics of a particular roofing system and a local engineer who can take that information and perform a code-required analysis.

Details. As opposed to sheet membrane or shingled roof systems, the metal roof system has its own details. These details require a different understanding of water protection. Metal components, including the actual roof sheet, will not allow water to penetrate and, if protected with a galvalume coating, will last well over 60 years (refer to Metalconstruction.org, Technical Resources, “Service Life Assessment of Low-Slope Unpainted 55% Al-Zn Alloy Coated Steel Standing Seam Metal Roof Systems”).

These metal components, however, need to be joined and terminated with sealants and fasteners to create a total water-resisting barrier. Again, the panel manufacturers have time-tested details to assist contractors. A word of caution, however: Make sure that you properly select the panel type (standing seam, corrugated panel, snap seam panel, etc.) that best suits the project, and match those selections with a manufacturer and the detail that will perform best. Finally, the local engineer must be used to ensure the detailing will resist the local design loads. The contractor is only responsible to select that qualified manufacturer and engineer—not become one.

Cost. “Since metal roofs cost a lot more than conventional roofs, they must be hard to sell.” While this statement is prevalent in the metal roofing market, it is blatantly untrue. While the initial cost may be higher than a conventional roof, a metal roof offers an exceptional value over its lifetime. In fewer than 20 years, the cost of a metal roof system can be as much as 50 percent less than that of many conventional roofs, and conservatively one-third the cost of these roofs over a 60-year time frame. End of argument!

The Retrofit Segment

What about metal retrofit roofing? While that question might scare you more than merely considering entering the overall metal roofing market, it can definitely expand your horizon and offers more potential than just riding a bicycle. If you’ve ever ridden in a car, you know that the experience, comfort and potential for getting places is greatly enhanced. The same concept applies when expanding your metal roof market possibilities to include the lucrative metal retrofit roofing market. This market, with its extremely limited contractor participation and increasing customer demand, makes it very interesting to consider.

Photo: Metal Roof Consultants Inc.

A recent metal retrofit roofing package of six roofs totaling more than $20 million bid in North Carolina, and only three companies submitted bids. Each contractor ended up with two projects each, totaling between $6 and $9 million per contractor. During this same time, single-ply and shingle projects in the same geographical area attracted many more contractors. Again, you may feel that all-too-familiar twinge in your stomach caused by only looking at the negative consequences you might encounter. However, doing nothing is the worst thing you can do. It is true that finding manufacturers and engineers to assist you when entering the retrofit market can be difficult, as the pool is much more limited than that of the metal roofing industry in general, but these resources are available to you. Just be diligent and look harder!

Finally, consider what a very wise man said many years ago to a young man just out of college. He said, “Can’t never did anything.” That wise man was my father, and he spoke those words on my college graduation day. My experience has seen the metal roof market develop with many new innovations. The metal retrofit roofing market was not even in existence in the 1970s, but it has since become a market that grows year after year. I have been lucky enough to see, and be part of, a revolution in the roofing industry with respect to metal roofing’s place. All the tools you need to enter the market are out there, but, like that bicycle many years ago, you must first determine why you want to ride it and be willing to risk falling off a few times. The rewards are worth it, even if you get your knees scraped a few times.

The Metal Roofing Alliance (MRA) has announced it will be hosting two seminars for metal roofing contractors at METALCON 2017. Both are designed to help contractors grow their residential metal roofing businesses with advice and ideas that can make an impact. Led by metal roofing expert Frank Farmer, the MRA training sessions will be held on both Oct. 18 and 19, as follows:

Growing Your Residential Metal Roofing Company in the Age of Millennials

Hiring, Training and Turning Millennials into Rock Stars

While most companies are struggling with low productivity of a millennial workforce, your company can excel. Understanding what the millennial generation wants and needs is the key to your growth and profitability. This seminar will share how to turn your company into a magnet that attracts people while developing a profitable company culture that millennials crave.

Learn how to create value and urgency without being the lowest bid. Frank will share sales techniques specific to the metal roofing industry, including how to become your customer’s first choice and make the order on the first visit at the price you want.

For more information, and to register for the sessions, contractors can click here to review the conference schedule and choose a session. MRA is also offering registration for the show floor at this link.

Made In America Store: Elma, N.Y.

Mark Andol is the owner and founder of General Welding and Fabricating, with locations in Elma and Rochester, N.Y. That business, which manufactured structural and decorative steel components for this store, has been operating since 1989. When the recession hit almost 10 years ago, Andol lost much of his business to companies located overseas, forcing him to cut his workforce to half its size. At that point, he began envisioning a store that would only carry products that are 100 percent American made, to help grow manufacturing within the United States. Andol’s vision became a reality in 2010 when he opened the doors to the first Made in America store in Elma.

Roof Report

The mission of the Made in America Store is to create and save jobs in the United States by increasing American manufacturing. By installing ATAS’ Dutch Seam metal roofing panels, which are made in America, on this new flagship store, it only further reinforced this mission. Dutch Seam, a continuous standing seam metal roof panel, features an integral lock and seam which prevents “blow-off” or “creeping” of the seam. It also eliminates the need for separate seam caps and field seaming.

When ATAS International announced the company’s 2016 Project of the Year winners at an awards banquet on May 8, the Made In America flagship store project took first place in the commercial roofs category.

DECRA Roofing Systems Inc., the company that invented the stone-coated steel roofing category, is celebrating 60 years of protecting residential and light commercial projects.

Since 1957, DECRA roofing products have combined durability with classic style and design versatility to withstand some of the harshest climates worldwide. DECRA panels feature an interlocking design to withstand high winds and to add strength.

“We’re proud to celebrate six decades since the first DECRA panel was installed on a roof,” says Bobby Bloom, president of DECRA Roofing Systems Americas. “In those 60 years, DECRA has delivered advancements in manufacturing and production to provide a product that meets the standard for sustainability, quality and innovative product design.”

2017 Brings Slew of Programs and Promotions

DECRA kicked off its 60th year with a focus on the roofing contractor. For example, the company’s JUMPSTART program gives contractors who are new to using DECRA up to $5,000 over three installations, just for trying the product.

DECRA recently hosted a group of contractors and distributors at the company’s Corona-based manufacturing facility to gather feedback directly from those on the front line.

“Customers are very clear with the subjects that concern them for the future and we want to provide solutions that sell more DECRA products, help them create more brand equity in the market and give them training for their crews,” says Chad Colton, vice president of Sales. “While the DECRA sales team has doubled in the past year, we wouldn’t have the growth we are experiencing without the assistance of distribution partners. We intend to provide them with better service, marketing and solutions.”

DECRA Roofing Systems is owned by Fletcher Building Products. DECRA products are manufactured in Corona “by a dedicated team of workers who take pride in their quality and know that each panel manufactured is being installed to protect homes and buildings of customers throughout North and South America,” Bloom states.

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November/December 2018

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About Roofing

Roofing is a national publication that unravels, investigates and analyzes how to properly design, install and maintain a roof system. Through the voices of professionals in the field, Roofing’s editorial provides a unique perspective.